CASE STUDY

AMBROSINI CARNI

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Packaging that speaks to new generations

Rebranding, positioning and marketing to turn a historic brand into a contemporary experience. Ambrosini Carni entrusted us with the repositioning of its retail lines with a clear goal: make the brand more recognisable, contemporary and closer to new generations, without losing the value of its history.

01THE CHALLENGE

Bringing a historic brand closer
to the new consumer.

The retail meat market was changing. Quality and price were no longer enough: sustainability, convenience and experience were becoming part of the choice. The various Ambrosini lines also had different visual languages and a shelf presence that needed strengthening. The challenge was to reposition the brand, building a more coherent and contemporary identity, able to speak to new generations too.

02THE STRATEGY

Turning a pack into
a complete experience.

From the analysis of market, competitors and consumers came a new positioning based on quality, simplicity and sustainability. The rebranding unified the lines with new packaging, putting product and consumer at the centre. This is how the Smart Pack was born: thanks to a QR code, the pack becomes a bridge to digital, with video recipes and content designed to make meat simpler and more creative to cook.

03THE ECOSYSTEM

Building a coherent identity at
every touchpoint.

The new positioning did not stop at packaging. We carried the new identity across website, catalogue, photography, video recipes, advertising, trade fairs and events, and digital content, building a brand and communication ecosystem that is coherent in every part. From the shelf to digital, every touchpoint helps strengthen the brand's recognisability, experience and perceived value, more and more solidly.

04THE RESULTS

When marketing turns into
real growth.

In the period following the rebranding, Ambrosini Carni recorded significant revenue growth, together with a steady increase in digital traffic. At the same time, the use of content linked to the Smart Pack grew steadily, confirming that product and digital are now perceived as a single brand experience. Numbers that confirm the direction taken.

Strategy becomes measurable.

€42.8 M

Company revenue
2022

€50.2 M

Company revenue
2024

+68.8%

Annual website
sessions

38,062

Smart Pack
interactions

From positioning to results.

The Ambrosini project shows our way of understanding marketing.
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